THE FUTURE OF THE FASHION SHOW BY TOPSHOP TOPSHOP London para Topshop

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THE FUTURE OF THE FASHION SHOW BY TOPSHOP

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Sector Entretenimiento y ocio
Media Digital, Case study
Mercado Reino Unido
Agencia TOPSHOP London
Publicado mayo 2013

Premios

Cannes Lions 2013
Media Lions Use of Media; Best Use of Social Media Bronze

Creditos y descripciones

Type of entry: Use of Media
Category: Best Use of Social Media
Advertiser: IN HOUSE (TOPSHOP)
Product/Service: TOPSHOP UNIQUE FASHION SHOW
Agency: TOPSHOP London, UNITED KINGDOM
Chief Marketing Officer: Justin Cooke (Topshop)
Director Of Marketing: Marvin Chow (Google)
Senior Digital Designer: Laura Oakden (Topshop)
Product Marketing Manager Google/Emea (B2c) : Zeynep Inanoglu (Google)
Web Marketing Manager: Carrie Jones (Topshop)
Product Marketing Manager google/Emea (B2b): Natalia Cano Marren (Google)
Industry Manager - Retail: Joanna Aston (Google)
Head Of Google/Marketing Emea (B2c): Christian Cussens (Google)
User Experience/Digital Design Co-Ordinator: Katie Freestone (Topshop)
Senior Fashion/Social Media Writer: Zoe Patoff (Topshop)

Results and Effectiveness

-Over 3 million views of the show across all platforms driven by social media and earned media.
- Trended on twitter with over 75,000 mentions.
- Millions given direct access to the show music through iTunes.
- Millions of new followers gained across our social platforms.
- Generated over 400 articles in global media and featured on 50+ global news networks.
- Every social platform was flooded with content, largely thanks to our ‘shoot the show’ technology.
- Google saw a huge rise in posts and comments on g+ related to fashion with over 400,000 posts on Topshop alone.

Creative Execution

CMO, Justin Cooke devised the idea and approached Google with a clear strategy. Later the UK office met almost daily with a small Topshop team keeping in regular contact with Marvin Chow global director of google+.
Ideas were organic from the initial framework with developers from both teams improving the user experience. Topshop approached a company using micro camera technology and integrated this into the project.
Topshop approached four models of the moment to set up their own Google+ pages tracking their journey from build up to the moment they hit the runway.
In house web designers evolved the experience using Google data and insight from large scale events.
The social media trailer was designed by Topshop and Google labs creative team as a teaser.
The Topshop harlem shake, which received over 1 million views in 48 hours, shows how we reacted naturally to trends and understood the consumers social demands .

Insights, Strategy and the Idea

Topshop wanted to transform London fashion week into a global social phenomenon.
Aiming to increase the awareness and drive aspiration to our brand by creating a cutting edge social and PR campaign.
Building on our reputation as innovators we partnered with Google to create an engaging experience for the consumer; this was bigger than fashion, it was entertainment.
Personalisation of the show was key and we gave viewers a perspective they had never seen before. We wanted users to access every part of the show from the model on the runway, the buyer in the audience, the celebrity in the front row or the make-up artist backstage.
Partnering with Google we had a 360 degree interaction across all platforms - YouYube, g+, hangouts, search, maps - tailoring the content to make it relevant to the user.
We wanted to optimise a 15 minute event and amplify the content forever.